Rascasse Audience Intelligence

Hygiene Audience in Germany

A data profile of the people who buy, follow and care about Hygiene in Germany — modelled from more than twelve digital signal sources. Hygiene has an estimated audience of 8,245,073 people in Germany.

#1among Body in Germany#299among Topic in Germany#9in Beauty & Wellness

The average Hygiene fan in Germany is 42.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Laundry, Discount stores, Hosiery, with strongest over-indexing on Laundry (4.55× the country average).

Demographically, the Hygiene audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Extroversion, Creativity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Hygiene fan in Germany is more female, around 42.7 years old, with strong Extroversion tendencies and a notable affinity for Laundry.

Category: Beauty & Wellness · Type: Topic · Subtype: Body

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Hygiene profile in Germany.

Audience size
8.2M
in Germany
Gender
65.4%♀
34.6% male
Age
42.7
average years
Country rank
#494
Topic in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hygiene fans

65.4% are female, 34.6% are male, average age 42.7.

Fig. 02

Gender split

65.4%
Female
34.6%
Male
Demographic split for Hygiene audience in Germany
MetricValue
Female65.4%
Male34.6%
Average age42.7
Estimated audience size8,245,073
Fig. 03

Age distribution

Ø 42.7
average years
Age distribution of the Hygiene audience in Germany
Age bracketShare%
16-199%
20-2918%
30-3923%
40-4926%
50+23%
Fig. 04

Worldwide distribution

5.5%

of the worldwide Hygiene audience comes from Germany.

Worldwide audience distribution share by country for Hygiene
CountryShare
United States19.4%
Germany5.5%
India5.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Hygiene audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hygiene fans by region: top regions in Germany
#RegionReachAffinity×
01Mecklenburg-Vorpommern~200K1.11×
02Brandenburg~300K1.09×
03Sachsen-Anhalt~200K1.08×
04Hessen~700K1.07×
05Schleswig-Holstein~300K1.05×
06Bremen~70K1.05×
07Niedersachsen~800K1.03×
08Hamburg~200K1.03×
09Nordrhein-Westfalen~2M1.02×
10Berlin~400K1.00×
11Thüringen~200K0.98×
12Rheinland-Pfalz~400K0.95×
13Bayern~1M0.90×
14Baden-Württemberg~1M0.88×
15Saarland~90K0.88×
16Sachsen~400K0.87×
Fig. 06

Affinity by region

Affinity by region — Hygiene, Germany
0.87×1.00×1.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Hygiene audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hygiene audience
#·InterestCategoryAffinity×
01LaundryHome & Garden4.55×
02HosieryFashion & Accessoires4.02×
03LeedsTravel & Leisure2.88×
04GownFashion & Accessoires2.63×
05Ernsting's familyShopping2.41×
06TchiboShopping2.24×
07Children's clothingFashion & Accessoires2.20×
08Industrial designBusiness & Career2.13×
09SkirtFashion & Accessoires2.07×
10QVCMovies & TV2.06×
11DeichmannShopping2.01×
12FootwearFashion & Accessoires1.98×
13ChildKids & Family1.88×
14DressesFashion & Accessoires1.67×
15ShoesFashion & Accessoires1.65×
16Netto Marken-DiscountShopping1.63×
17Hair productsBeauty & Wellness1.62×
18Discount storesShopping1.59×
19Women's clothingFashion & Accessoires1.59×
20ArchitectureBusiness & Career1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hygiene audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Hygiene audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.38×
CreativityOPEN1.37×
Price SensitivityPREMIUM1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hygiene audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.73×
PatriotismCONSERVATISM0.79×
Luxury OrientationPREMIUM0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Hygiene have in Germany?

Hygiene has an estimated audience of 8,245,073 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Hygiene fans?

65.4% of Hygiene fans are female, 34.6% are male, with an average age of 42.7 years.

03

Which brands do Hygiene fans like most?

Hygiene fans show strongest brand affinity for Laundry (4.55×), Discount stores (1.59×), and Hosiery (4.02×) over the country average.

04

Where do Hygiene fans live in Germany?

Hygiene fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2M), Bayern (reach ~1M), and Baden-Württemberg (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Hygiene fans also like?

Beyond Hygiene itself, the audience over-indexes on Discount stores (1.59×), Hosiery (4.02×), Footwear (1.98×), and Deichmann (2.01×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Body audiences in Germany

See Hygiene audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Hygiene. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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